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8 Ways a PIM Can Drive Revenue for a D2C Operation


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To achieve online sales success, some manufacturers have taken control over their brand with Direct to Consumer (D2C) sites. If you’re struggling to solve D2C's specific challenges and present a robust, delightful customer experience, you're not alone. Take a deep dive into the core challenges you’re facing running your D2C operation. Understanding these challenges, and how PIM solves them, are the keys to increasing your D2C sales revenue and growing market share today.

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8 Ways a PIM Can Drive Revenue for a D2C Operation

  1. 1. D2C Operations 8 Ways a PIM Can Drive Revenue ©2019 Catsy. All rights reserved. 1
  2. 2. D2C or DTC? D2C  Mirrors other related acronyms already commonly in use:  B2B  B2C DTC  According to Wikipedia, already refers to at least 27 other things:  Companies  Industries  Methodologies  People ©2019 Catsy. All rights reserved. 2
  3. 3. Your premium brand had better be delivering something special, or it’s not going to get the business. -Warren Buffet, CEO of Berkshire Hathaway ©2019 Catsy. All rights reserved. 3
  4. 4. What is product content? Product Information  Description  Features  Benefits  Specifications Digital Assets  Images  Videos  CAD Drawings ©2019 Catsy. All rights reserved. 4 Both need to be managed, preferably together, to maximize sales.
  5. 5. Authenticity Running a D2C site allows you to control every aspect of your brand. This means you can provide customers with a laser-focused message. But running a D2C site still comes with unique challenges. ©2019 Catsy. All rights reserved. 5
  6. 6. 1. You own content creation.  Presentation: bring together detailed product content and information about customers  Optimization: product page content must be 100% accurate and up-to-date  PIM assigns each product a completeness score  Save time by knowing exactly where work needs to be focused ©2019 Catsy. All rights reserved. 6
  7. 7. 2. You manage and update content. ©2019 Catsy. All rights reserved. 7 Ecommerce platforms display content in an aesthetically pleasing way. But they are not built to manage and update content. PIM allows you to add: Attributes Features Benefits Descriptions Images Videos
  8. 8. 3. Customers need a reason to buy directly from you. ©2019 Catsy. All rights reserved. 8 Amazon held 43.5% of the U.S. online retail market in 2017. •2.5 times bigger than its next global competitor: •4.5 times bigger than its next U.S. competitor: eBay 01 You have the opportunity to customize your D2C site in ways Amazon product pages can’t match, so they buy from you, not through Amazon. 02 PIM allows you full control over your product content, to optimize product pages fully to deliver the maximum value to customers. 03
  9. 9. 4. Where is your D2C site in relation to your other channels? ©2019 Catsy. All rights reserved. 9 Of the approximately 12 to 24 million ecommerce sites active today, 650,000 generate at least $1,000/year in revenue. Don’t replace one or more retailer sites with your own D2C site. New sites take a while to index and rank on Google Established sites are already generating revenue Don’t copy content from a retailer site to build your D2C site. Google’s algorithm hates duplicate content. Delighting and converting customers means giving them unique, compelling content
  10. 10. 5. Teams have to collaborate. ©2019 Catsy. All rights reserved. 10 PIM: one platform where all changes are made to a single source of truth 2 Problems Growing sales inventory Expanding across more channels Manufacturers Typically one person manages all product content Receives content from individuals and teams making updates and changes
  11. 11. 6. Content has to be correct.  Individuals tend to rely on pieces of content they are familiar with, resisting change.  Are the changes you approve being made?  Are they being made across your entire operation?  Are your teams updating out-of-date information and correcting mistakes?  PIM workflow functionality solves these dilemmas.  PIM centralizes all product content into one source of truth where changes can be made  Workflow tracks changes, only allowing them to be made with approval ©2019 Catsy. All rights reserved. 11
  12. 12. 8. Which ecommerce platform are you using?  PIM is fully configurable to work with the ecommerce platform you are already using.  Product information is automatically formatted to populate across product pages correctly  Digital assets are transformed to meet site- specific requirements by platform ©2019 Catsy. All rights reserved. 12
  13. 13. Bring in PIM for a D2C Win  Great content drives an excellent user experience.  Manufacturers need a PIM solution with three core functionalities:  Centralizing product content to create product pages that convert  Optimizing product content to ensure information is accurate and images are up-to-date  Syndicating product content across all the sales channels you’re using, including your D2C site ©2019 Catsy. All rights reserved. 13
  14. 14. Click to see what Catsy can do for you. Thank you! ©2019 Catsy. All rights reserved. 14